In 2018, Japanese American tennis sensation Naomi Osaka won her first grand slam tournament and continued her meteoric rise to fame. By early 2019, Nike has signed her to a multimillion-dollar contract where she joins the ranks of other elite athletes like Roger Federer, Serena Williams, Kevin Durant, and Cristiano Ronaldo. In what ways do you believe this type of "branding" is similar to Pavlov's classical conditioning?